The document summarizes a study on the buying decision process of consumers purchasing electronic products from stores in Nagpur, India. It found that price, quality, and brand image were the most influential factors. Most respondents were between 21-30 years old, employed or homemakers, and preferred well-known brands. Television advertising was most effective. The study recommends that the company focus on loyal customers, improve the login process, provide employee training and education programs, and do more marketing in rural areas to find new customers.

1. A STUDY OF THE BUYING DECISION MAKING PROCESS OF
CONSUMER FROM ELECTRONIC STORES IN NAGPUR
Prakash A Choudhary
MM1517512
BIMM

2. Company Profile
• Capital First Limited is a NBFC* with a record of consistent
growth and profitability.
• Capital First Limited has formed in 2012 & FOCUSSED on
providing financial services to retail and MSME* customers.
• The Company has financed over 1.4 million customers till date.
• 222 Locations across India.
NBFC- Non banking Financing company
MSME- Micro small medium enterprises

3. CFL TRACKER.xlsx

4. Objectives
To investigate the consumer decision making
process towards electronic stores in Nagpur.

5. Consumer Decision Process Model
The Consumer Decision Process Model involves
several steps:
1) Need Recognition
2) Search for Information
3) Pre-purchase evaluation of alternative
4) Purchase
5) Consumption
6) Post- consumption evaluation
7) Divestment

6. Research Methodology
• Research Design: Descriptive research
• Sampling Design: Random sampling
• Sample Universe: Electronics stores
• Sample size: 100 respondents
• Structured questionnaire
• Analysed by EXCEL & SPSS
• Friedman’s Test Analysis

7. Limitations
• Understanding and analysis of buyer decision process inclusive of all the stages was
a tough task as the questionnaire pertaining to each stage would take more than 60
days to complete the research
• Face to face interviews to understand the mind-set of customers about Electronics
Product was difficult as there were very few customers who seemed interested in
sharing.
• Limited to Nagpur city.

8. Data Analysis and
Interpretation

9. Gender of Respondents
Gender Ratio almost equal with Male 52% & Female 48%

10. Marital Status of Respondent
In term of marital status, there are 54% of
respondents who belong to Married group and
there are 46% of respondents who belong to
unmarried group.

11. upto 20
16%
21-30
50%
31-40
14%
above 41
20%
AGE OF THE RESPONDENTS
upto 20
21-30
31-40
above 41
The majority of ages of respondents are within 21-30, which is 50% of total, which is
the main investigate group of the research.
 For those aged between above 41 and aged up to 20 are20% and 16%
respectively

12. Education Level of the Respondents
• 30 % of respondents with the education level of graduate, 22% of respondents
with the education level of post graduate and 16 % are high school students.
• The others are no formal education, diploma & professional.

13. Occupation of the respondents
• There are 34% are Employees, while 20% are home maker.
• 10% are students & among those non-students,
it is found that 8% of respondents who worked in agriculture aspects.
• 10% of respondents who worked as in professional career & 18% are as
Business.

14. Monthly Income of Respondents
There are 44% of respondents having the monthly income below
Rs20,000 and the remaining are earning above Rs20,000 per month.

15. Media Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Print 8 22 26 22 22
Radio 10 30 20 18 22
Television 70 32 8 6 4
Hoardings & Banners 8 24 20 24 24
Displays/Exhibitions 4 16 24 34 22
Advertisements Watched in Different Media
70 respondents have given first rank to television,
32 respondents have given second rank to television,
26 respondents have considered print as third rank,
34 respondents have marked four to displays/exhibitions and
24 respondents have given rank five to hoardings and banners.

16. SOURCES OF INFLUENCE
11%
56%
25%
8%
Spouse
Family Members
Friends
Relatives
56% of the respondents were influenced by the family members,
25% of the respondents were influenced by the friends,
11% of the respondents were influenced by their spouse, and
8% of the respondents were influenced by the relatives.
Hence it is concluded that majority of the respondents were influenced
by the family members.

17. Products NO YES
Mixie 2 98
Grinder 10 90
WM 30 70
Refrigerator 26 74
LED TV 2 98
Laptop 20 80
Mobile Phones 2 98
Water Purifier 52 48
Microwave Oven 78 22
AC 74 26
PRODUCTS POSSESSED BY THE RESPONDENTS IN THEIR HOME
98% of the respondents own Mixie, TV and Mobile Phones,
80% of the respondents own Laptop/PC,
74% of the respondents own Refrigerator,
70% of the respondents own Washing Machines,
48% of the respondents own Water purifier,
26% of the respondents own Air conditioner .

18. 6%
14%
16%
44%
20%
Price
strongly disagree
disagree
don't know
agree
strongly agree
4%
8%
20%
40%
28%
Colour
strongly disagree
disagree
don't know
agree
strongly agree
6%
14%
24%
36%
20%
Brand Preference
strongly disagree
disagree
don't know
agree
strongly agree
2%
16%
20%
42%
20%
Offers/Discount
strongly disagree
disagree
don't know
agree
strongly agree
4%
10%
20%
40%
26%
Technical Features
strongly disagree
disagree
don't know
agree
strongly agree
4%
8%
28%
44%
16%
Quality
strongly disagree
disagree
don't know
agree
strongly agree
Which factors are the main reasons that drive you to
go shopping in electronic stores (5 - Strongly agree; 1 – Strongly disagree)

19. 6%
12%
28%
34%
20%
Shape/size
strongly disagree
disagree
don't know
agree
strongly agree
6%
14%
18%
42%
20%
Brand Image
strongly disagree
disagree
don't know
agree
strongly agree
6%
10%
20%
40%
24%
Model/Design
strongly disagree
disagree
don't know
agree
strongly agree
2%
6%
20%
36%
36%
Celebrity
strongly disagree
disagree
don't know
agree
strongly agree

20. Factors influencing the Purchase Decision of
consumer durable goods
S.No. Factor Mean Std. Deviation Mean Rank
1 Price 4.20 0.861 6.90
2 Colour 3.36 1.195 4.64
3 Brand Preference 3.57 1.055 5.16
4 Offers/Discounts 3.65 1.070 5.34
5 Technical Features 3.87 1.127 4.81
6 Quality 3.94 0.836 6.08
7 Shape/Size 3.66 1.036 5.42
8 Brand Image 3.87 1.127 6.05
9 Model/Design 3.79 1.026 5.79
10 Celebrity 3.42 1.190 4.81
“Price” ranked first,
“Quality” ranked second,
“Brand Image” got third rank &
“Model/Design” got fourth rank.

21. • Amongst the 10 factor it is found that the Price, Quality & Brand Image are factor
that highly influence customers.
• Customers are attracting toward exchange offers.
• Customer need good quality product with best price.
• The buyers of consumer durables have largely shown their preference to make
extensive enquiry from the dealers of different brands of the products.
• Maximum respondents who buy product in the electronics store are aged
between 21-30
• Respondents who are employed, home maker & business men are the maximum
who comes to buy durable goods.
• Consumers prefer high valued consumer durables of well established brands
• Advertisement done on TV give maximum no. of customer.
• Login takes more than 20mins.
• Sales representatives of electronic shops prefers Bajaj Finserv for finance.
Findings

22. Recommendations
• More scheme tie-up with the company who have good assortment of products
with less price and good quality.
• Company should initiate Digital marketing. ( social media marketing ).
• Concentrate on loyal customers who visits in every 6 months.
• Educate sales representatives.
• Hire sales representatives who will keep your data safe and generate sales for CFL.
• Update needed for login page.
• Routine check up of big counters .
• Awareness campaign for rural area can give you more customer.(Kalmeshwar,
Butibori, Bhapewada, Umred)
• Weekly holidays for sales representatives

23. Key Learnings
• Understanding about the buyers decision
making process which earlier was thought of as
an easy task.
• Standard operating procedure of CFL.
• How to finance customer (login) for durable
loan.
• Patience & follow-up generates lead.

24. Thank You!